Rebirth of cool

Five ranges of shoes sold out at Li-Ning's online stores shortly after making their runway debut, and only one range of T-shirts currently remains available.

Some critics have described the New York show as nothing short of a rebirth for the Li's brand which the Olympian set up in 1990 to support Chinese athletes with a national brand.

"Our brand carries the genes of an athlete," Li says.

Throughout its 28-year history, the company found it difficult to adapt to changing tastes and establish a niche market.

According to a report from Money.163.com, when the company shifted its focus away from mature customers to the post-90s generation in 2010 it targeted the wrong audience group.

It failed to transform itself into a high-end brand and lost its core customer base looking for value for money as Li-Ning raised its prices without refreshing its designs.